肯德基改变游戏规则的方法来掌控外卖市场
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概述
肯德基想在拥挤的市场推出自己的外卖服务, competitive market — one that was occupied by third-party aggregator platforms and the brand’s heavy-spending main competitors, but that provided a tantalising opportunity as delivery and takeaway sales in 2022 for restaurants were double that of pre-Covid levels
挑战
KFC brought GroupM Nexus’ cross-channel solution into its marketing kitchen to achieve its key business objectives and campaign goals:
● Ensure KFC’s owned delivery service achieved profitability by acquiring enough (4.3%或更高)的肯德基外卖总销售额通过肯德基自有的外卖服务
● Boost app downloads, daily app users, and app transactions to acquire customers and drive sales
● Reduce wastage by executing balanced media delivery in store delivery zones, with the aim for each adult to be exposed to a weighted cross-media delivery.
然而, to effectively launch the delivery service across 617 of KFC's +1000 stores, 肯德基需要在657个邮政编码地区开展活动, 每个都有不同的大小, 人口, 和特点. 因此, the availability of media inventory in each area differed significantly and a traditional campaign of this scale would be costly.
有效和高效地接触所有这些地区的消费者, KFC turned to Mindshare and GroupM Nexus to leverage its cross-channel solution for the launch of the KFC delivery service with a first-of-its-kind national campaign.
杀手统计数据
方法
GroupM Nexus knew that launching KFC’s delivery proposition at a national level, 而不会被大手笔的竞争对手淹没, would require a highly targeted approach focused on SOV within viable audiences but at the same time would need to ensure reach at scale.
除了, the campaign would require a significant amount of flexibility and agility to align with real time delivery capacity. GroupM Nexus's cross-channel solution allows for all of this through a single point of entry and optimisation, 通过结合先进电视的优势, 数字音频, 数码户外(DOOH), 移动, 高级数字视频, and premium display to deliver media with programmatic precision on a large scale.
肯德基门店有一个集中的配送半径, 因此，该活动需要精确定位这些领域的受众, while ensuring maximum awareness for the 617 stores with an equal weight of impressions across each target area. It also needed to be reactive to any delivery capacity changes or challenges experienced by individual stores. GroupM Nexus overcame this by constructing a campaign tailored to each postcode using a scaled cross-channel media mix, ensuring even delivery per location by assigning appropriate weighting to each channel. A single addressable TV exposure, for example, is considered equal to 14 digital display exposures. This weighting methodology ensures that the campaign attained equal and maximum exposure in all areas, despite the slight variations in the media channel combinations used in each.
然而, 这只是故事的一半, as real-time performance optimisation was made possible through a first-of-its-kind dashboard that integrated KFC’s live app sales data with media delivery. 使用Mindshare开发的测量解决方案, 反应性媒体归因(RMA), KFC’s app sessions were linked to media expenditure by channel and postcode, enabling the campaign to continuously shift the media mix to drive better performance. Using the dashboard allowed the campaign to be highly reactive, driving further efficiencies. 举个例子, when 25 stores were identified where the offer in the creative was no longer available due to external factors, 预算立即转移到其他地方，从而进一步减少了浪费.
结果
GroupM Nexus cross channel activation exceeded business and campaign targets; the agile distribution of media budgets prioritised areas where delivery was available and deprioritised areas with low or declining delivery capacity, 而RMA仪表板则进一步提高了效率, 使竞选工作更加困难. We successfully delivered a nationwide campaign in the most agile way possible, 具体实现:
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总收益ROI为8.比2022年所有媒体的平均水平高出8.38%.
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4.7% of all KFC Delivery sales were acquired via KFC’s owned delivery service vs 4.3%的目标.
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Owned Delivery Campaign was the most efficient driver of KFC App Sessions of all campaigns that ran during 2022, 比2022年所有媒体的平均水平高出226%.
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应用流量增长了31%.
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RMA认为媒体的应用活动比肯德基的最后点击解决方案多8倍, demonstrating the performance impact of GroupM Nexus's cross-channel activation.
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RMA channel mix optimisations delivered 20% more app sessions with the same level of budget.
Nexus’ innovation connected near-live sales data from KFC’s individual franchises to a national, 多通道运动, 改变我们的送货服务. It enabled real-time optimisations that continually drove sales and ensured profitability, creating a reactive campaign that could be adjusted to real-world conditions. 由于这种方法的非凡能力，以最大限度地提高结果, 我们一直在努力将其应用到即将到来的活动中.
